Part 1 of the report is the research which is aiming to identify the current product, new trends in the digital camera market. After examining the market, in part 2, a marketing plan is introduced for Nikon Corporation, including new product’s position, segmentation criteria, targeting strategy, distribution and promotion.|

IntroductionThanks to the improvement of technology, digital cameras have a wide variety of products and can be produced easily nowadays. According to BBC Research (2008), the global market for digital photography increased from $131.4 billion in 2007 to an estimated $149.2 billion in 2008 and will reach $222.2 billion in 2013. There are currently many digital camera brand including Canon, Pentax, Sony, Panasonic... Although Nikon Corporation is one of the most well-known brands in digital camera market, our company always needs to develop continuously the products to competitive with other brands. This report carried out extensive research into digital camera market and introduced a marketing plan for the company.

1. Current types of cameras in digital camera market This report will look at some of the most popular types categorized by Digicamhelp (2012) and Fujifilm (2012), which are: * Point-and-shoot cameras: They are small and compact cameras which usually fit in the pocket. They are the cheapest and easiest-to-use cameras. * Bridge cameras: They are higher-end and bigger bridge cameras, compared to point-and-shoot cameras. They resemble professional cameras and share with them some bridge features. * DSLR (Digital single lens reflex) cameras: They are usually bigger and have more features than the bridge cameras. * Outdoor cameras: They can be compact or bridge cameras designed for outdoor purposes. * Stylish cameras: This type of camera has colours, shapes and functions which are more personalised and suit with different characteristics of customers. * 3D cameras: Have 2 lenses in order to take 3D photos, which give depth perception to the viewers. * Mirrorless interchangeable lens: They can also change lenses like DSLR cameras but they have a significant smaller shape than DSLR. 2. Aimed customers

* Point-and-shoot cameras: Designed for customers who do not know or care much about photography. They use cameras to have fun, to keep their family’s memories, holidays and social events photos. Most of them do not have the ability to learn photography, therefore, they require as much easy to use as possible. They (or their parents) also do not want to invest in cameras and likely to buy a cheap one.

* Bridge cameras: Some people may interest in photography and enthuse about learning it. They are not satisfied with a point-and-shoot one and need to control the camera manually and creativity. However, they cannot afford a professional camera, which is very...

YOU MAY ALSO FIND THESE DOCUMENTS HELPFUL

...Marketing Project
Nikon COOLPIX P80
[pic][pic]
Product Line
Nikon have a wide range of cameras ranging from compact cameras to Professional cameras.
Compact cameras are the point and shoot camera where you do not have the function of setting your camera the way you want it. Everything is automatic. Examples of compact cameras are the L16, S210...

...MKG-300 Module 3 Nikon: Earning Loyalty the Hard Way Ken Wright Colorado State University Global Campus
In 1985 the F2 camera was Nikon Corporation’s flagship model. Quite basic in design and function, yet perfectly designed and somehow exuded a sense of professional legitimacy when it hang from my neck. Though my feeling of legitimacy was premature, my desire to live up to a professional standard as profoundly important to Nikon, as...

...India
* Point of View and Point of Time:
In May 2007, Nikon Corporation, one of the world’s leading manufacturers of optical and imaging equipments, entered India by setting up Nikon India Private Limited (Nikon India) as a wholly-owned subsidiary. Nikon India had witnessed good sales growth and by early 2009, had established market leadership in the premium DSLR camera segment and also cornered a 5% market share in...

...﻿Keep a hawk eye on your home
ZoomBookmarkSharePrintListenTranslate
Keeping intruders at bay or monitoring your children, CCTV is the perfect answer
BUYING A CCTV CAMERA IS NO LONGER AN EXPENSIVE PROPOSITION LIKE A FEW YEARS AGO; YOU CAN BUY IT OFF THE SHELF, OR EVEN ONLINE
TO KEEP AN EYE on your home 24X7, throughout the year, may be your wish, but it may not be practically possible. Even if you hire guards, who knows what they are up to when you are away on holiday? Or take...

...1.0 INTRODUCTION
Alhamdulillah, first of all I would like to thank God as finally I were able to finish my assignment that have been given to me by sports facilities’ lecturer, Encik Noorazlan Bin Ab Aziz. He always listen and gives advice to me, he also taught me how to express my idea, showed me a different way to approach a research problem and need to be persistent to accomplish any goal. He always give me supports and guide to me how to do our assignment in purpose to produce a good...

...………………………………………………………………... 13
Introduction
Company background
Nikon Corporation is well known for its cameras in consumer world, and it also produces film scanners, telescopes and binoculars, eyeglasses and ophthalmic equipment, microscopes, surveying equipment, precision equipment, and optical equipment. According to Nikon Corporation - Company Profile, Information, Business Description, History, Background Information on Nikon...

...﻿Brief Description Of Thomson Organisation Marketing Essay
Thomson is one of best and largest tour operator in the world. The company originally named Thomson tour operator and renamed in 1997 was founded as part of the Thomson Travel Group in 1965.Thomson UK headquarters in Luton, England. Thomson’s trading division of TUI UK limited. The company number is 02830117. When customers buy the holiday packages form Thomson, they will not apply to any course of dealing between...